Comscore’s “State of Sports 2025” report highlights a mobile-first, social-led future for sports consumption in India
India’s sports audience has gone fully digital, with mobile and social platforms emerging as the new frontiers of fandom, according to Comscore’s State of Sports 2025: India Edition report.
The study reveals that 118 million Indians engage with digital sports content, and nearly 90% access it exclusively via mobile. Platforms such as YouTube (95% reach) and Instagram (84%) have become the dominant spaces for fans to connect with sports, teams, and athletes-transforming social media into the modern-day stadium.
Social Media Takes the Lead
More than half of all sports content in India is now consumed on social media. Publishers like Sportskeeda, Cricbuzz, ESPN India, and Cricket Addictor lead the pack, while athletes such as Virat Kohli, Hardik Pandya, and Rohit Sharma drive millions of interactions per post. Instagram engagement with Indian athletes surged 56% in H1 2025, underscoring the growing emotional bond between fans and players.
Brands and Sports Collide
Comscore reports that sports and recreation brands account for 20% of India’s total social engagement, with IPL franchises among the most influential. Additionally, 96% of sports fans visit retail platforms, and over 90% engage with financial services, opening new cross-sector marketing opportunities.
Cricket Still Rules, Global Trends Rise
During the India–England T20 series, Hotstar’s mobile audience nearly doubled to 27.4 million, while viewing time jumped 129%. Globally, the Super Bowl LIX and Wimbledon 2025 saw record-breaking social interactions, reflecting the universal shift toward live, digital-first experiences.
The New Playbook for Marketers
With a packed 2026 sports calendar, Comscore highlights three imperatives:
- Adopt cross-platform measurement to decode audience behavior.
- Leverage interest-based audience clusters to deepen engagement.
- Treat social media as the arena, not just a marketing channel.
As India cements its position as a global digital sports powerhouse, the report makes one thing clear – the future of sports engagement is mobile-first, social-powered, and data-driven.
